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Answer Upon - How to Make Direct Response Work One Step at a Time
With a large number of trade shows to choose from, both here in the U.S. and abroad, and an ever- increasing number of new trade shows exploding onto the trade show scene each year, the job of an exhibitor selecting the right trade show(s) to attend can be an overwhelming challenge.The veteran trade show exhibitor knows, however, that the best way to meet this challenge is to have a solid plan in place by first determining their company’s market, sales goals and promotional objectives.Once a company fully understands the reasons why it needs to exhibit in a trade show, then, and only then, can it begin to identify the proper trade show that will meet their marketing objectives.According to Skip Cox, president
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marke
The following are nine steps to guide you in the trade show selection process.1. Work with a tradeshow planning team or key personnel to decide who your target market is and what your objectives are.2. Identify the tradeshows that appeal to your market and offer the greatest exposure for your message. Research the target market and your competitors to determine which tradeshows they frequently attend.3. Time your trade show exhibit appearance to meet prospects at the beginning of their buying cycle—not after purchasing decisions have been made.4. Do your homework. Double check tradeshow management statistics to confirm participant demographics. Obtain audited information, if available. Talk to former tr
Now, true - you may run the same ad more than one time in your paper over a period of a few months, and you may send out farming flyers or postcards to people over a period of time. But that is not what I'm talking about here, because each of those particular efforts is really a single-step process. You send out the piece, and prospects are supposed to call.
Now, while this seems easy and logical, it also has been proven over time to just not work. The real secret to direct response marketing is to use little, bite-size chunks for people so that they are responding to what is easy and non-threatening, allowing them to take little steps, one at a time.
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marke
Merchant accounts are bank accounts specifically designed to accept credit card payments. Such payments can be made by customers at either the store itself through a credit card terminal or online through a shopping cart made in the web page of the company.To accept a credit card payment, a merchant first requires an Internet merchant account in a bank or financial institution.Merchants who have a high-risk business such as adult services providers, online gaming business, casinos, find it hard to obtain a merchant account. This is because of the risks of credit card frauds increase with of the high turn-over involved. The result is that banks shy away from providing Internet accounts to these merchants, who can the
Now, while this seems easy and logical, it also has been proven over time to just not work. The real secret to direct response marketing is to use little, bite-size chunks for people so that they are responding to what is easy and non-threatening, allowing them to take little steps, one at a time.
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marke
RespectRespect: The client’s perception of your value, excellence, usefulness, or importance. concede addresses the client’s query, “What can this person or trade do for me?”Respect can be articulated by explicitly answering these questions throughout the sales phase:From this point forward, we will let you in on little secrets that will help you implement this subject into your life.• How much? (what the client can guess to achieve by industry with you — in better sales, decrease overheads, etc.)• How soon? (when the buyer will be able to gather the value)• How sure? (proof that the buyer will in truth attain the assess stated)Provide norms for the buyer so that there is little que
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marke
Recently I’ve been receiving a lot of calls from non-profit entrepreneurs looking for help with promoting their programs and services to the community. So I thought it would be helpful to write an article on marketing a non-profit. For a non-profit, marketing requires not only meeting the needs of the clients you serve; but the donor’s needs as well.When it comes to marketing programs to the community, most non-profit organizations won’t pull out their check books and hire a marketing firm, they will try some grassroots marketing efforts that leave a positive effect on the community. Grassroots marketing uses inexpensive techniques and doesn't focus on selling the organization’s mission; instead, it focuses on building stro
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marke
Boring - that’s the last word we want to hear in our training evaluations! There can be many reasons why our students feel that way. A common reason for boredom and confusion is providing too much information.What factors contribute to this? Perhaps we want to show that we understand the business. Maybe we want to give them a deeper picture in hopes that they will better comprehend the material we need them to understand. Sometimes, students want more information than necessary and in answering their questions we actually bored the others in the class. Too much detail may create confusion, boredom and may be a deterrent to learning.Most trainers enjoy sharing knowledge with their students, and some trainers fall into
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't want to mix up your product presentation stuff into your copy in the ads. If you follow this process you will see your leads go up and you will see your business go up. But even more important, if you follow this process, the pressure will be off. There will be no more feeling like you have to close, or that you have to make a certain step do multiple things. It doesn't work anyway, so why put yourself under all that pressure?
Copyright 2006
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